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Mobile

App Monetization in 2026

Non-gaming apps are comparable with the top mobile genres by ARPPU; converting users better, but struggle to make them recurrent.

Market Analysis Monetization User Acquisition+3

AppsFlyerJun 2026

Essential Facts about Video Games in Italy: 2025

The Italian video game market generated €2.4 billion in 2025, with game sales accounting for 77 percent (€1.8 billion) of total revenue.
App-based gaming dominates the market, representing over half of total revenue with a freemium model where only one percent of earnings come from upfront purchases.
Smart devices are the primary revenue driver at €929 million, while console gaming accounts for €643 million, supported by an average of eight hours of gameplay per week across the population.

Market Analysis Player Demographics Player Behavior+4

IIDEA – Italian Interactive Digital Entertainment Association

The Great Mobile Reversal: Why Buyers Pay Billions for What VCs Abandoned

Mobile gaming accounted for 61% of total gaming deal value (excluding ATVI) between 2020 and H1 2025, with strategic buyers and private equity firms driving nearly all deal volume in the first half of 2025.
Strategic consolidation has replaced VC-led growth, highlighted by $7 billion in mobile M&A activity across six major deals, including Af’s $12.7 billion acquisition of 2yga and Scopely’s $4.9 billion purchase of GamesGroup.
Venture capital interest has shifted heavily toward casual gaming, which now captures 65% of all deals due to its broader audience reach and faster iteration cycles.

Market Analysis Mobile Mergers & Acquisitions+3

InvestGame

Public Mobile Gaming Publishers: Resilience & Adaptation in a Shifting Landscape

Aggregate market capitalization for major mobile gaming publishers has plummeted by more than 50% since January 2022, with most stocks remaining below pre-IDFA valuation peaks.
User acquisition costs have surged to as high as $40 million per firm, while diminishing returns on these campaigns have compressed EBITDA margins and forced a shift toward cost control.
MTG outperformed the broader market with a 50%+ share price increase and 9% organic growth in Q4 2024, driven by disciplined M&A and operational efficiency.

Market Analysis Game Publishing Monetization+3

InvestGame

Mobile Gaming by Genre: Hypercasual

Hypercasual revenue for the top 100 titles is projected to reach $690 million in 2025, a significant increase from $403 million in 2024.
H1 2025 performance for the top 100 hypercasual titles hit record highs of 5.48 billion downloads and $345 million in IAP revenue, doubling the figures from the same period in 2024.
Leading publishers like AZUR GAMES, Supersonic Studios, and Voodoo are shifting toward hybrid-casual models that blend traditional advertising with deeper IAP monetization to extend player engagement.

Market Analysis Market Forecast Monetization+5

Gamesforum

Mobile Gaming: Casual

Casual mobile gaming is shifting toward higher revenue per user, with IAP revenue projected to grow from $16.8 billion to $22.9 billion by the end of 2025 despite a fluctuating download volume.
Market leaders demonstrate divergent monetization strategies: Royal Match ($540M) and Monopoly Go! ($431M) rely exclusively on IAPs, while Candy Crush Saga ($421M) successfully integrates advertising.
Playrix’s portfolio approach, utilizing a suite of titles like Township and Gardenscapes, generated a combined $554 million, proving the effectiveness of hybrid monetization and established franchise management.

Market Analysis Monetization Marketing+3

Gamesforum

Mobile Gaming by Genre: Midcore

Midcore mobile gaming is experiencing a post-pandemic rebound, with Q1 2025 revenue and download figures exceeding 2024 levels.
Strategic rewarded video integration can significantly boost performance, as evidenced by Bytro Labs increasing ARPDAU by 32.9% and Day-3 iOS retention by 6.1%.
Midcore titles achieve higher eCPMs than casual games, with Bytro Labs reaching eCPMs of 23 on iOS and 25 on Android through optimized ad placement.

Market Analysis Monetization User Acquisition+5

InvestGame

Enabling Growth: Cohort User Acquisition Financing

Mobile gaming is projected to grow at a 5.0% CAGR from 2020 to 2025, supported by a 16.2% increase in in-app advertising and AI-driven ad tech.
Cohort-based UA financing allows studios to fund up to 80% of monthly acquisition costs by leveraging future revenues, providing an alternative to scarce venture capital.
Studios utilizing cohort-based financing have demonstrated the ability to increase monthly marketing spend by 16–38% while maintaining founder control over equity and IP.

Market Analysis Monetization User Acquisition+4

HPvX Partners

The Take-Two Diaspora: Why Alumni Win Big in Mobile, Not AAA

Former Take-Two senior executives founded 23 startups between 2020 and 2025, securing $1.2 billion in capital across 43 deals.
Dream Games, a prominent alumni-led studio, achieved a $2.5 billion exit in July 2025, highlighting the high valuation potential of these ventures.
Alumni-led firms significantly outperform industry benchmarks, with a 60% rate of raising a second funding round within one year compared to the 20% industry average.

Market Analysis Mobile Investment+2

InvestGame

Swipe Before Type: India's Interactive Media Consumer Survey 2024–2025

Gaming dominates high-value consumer spending, capturing 70% of wallet share for transactions exceeding INR 1,000, while video and social media command 30% each at the INR 200–500 price point.
Mobile-first gaming remains the primary format, but 30% of users now engage via PC and 22% via consoles, with casual and midcore titles driving 8 hours of weekly engagement.
UPI is the near-universal payment method for digital content, accounting for 90% of all in-app purchases.

Market Analysis Player Demographics Player Behavior+2

Lumikai

Asia Pacific Market Report 2025: Creating Opportunities for Video Games in Asia

Southeast Asia is the region's fastest-growing mobile-centric market, currently valued at $14.8 billion and driven by a demographic of 680 million residents under the age of 30.
Japan remains a global cultural powerhouse, with iconic franchises generating $215 billion in worldwide influence and $178.8 million in IP-specific revenue.
Esports in Southeast Asia is a significant economic driver, with projected revenue between $350 million and $380 million.

Market Analysis Mobile Asia+2

GamesBeat

Consumer Banking App Market and Advertising Trends 2025

Global consumer banking app downloads surpassed two billion by June 2025, with quarterly figures now exceeding half a billion.
Emerging markets are driving significant growth through apps like Nubank, Kotak Bank: 811, and BRImo, which facilitate branchless financial services.
Advertising strategies are highly localized, with YouTube capturing 63% of banking app impressions in Japan, while Facebook serves as the primary channel in South Korea and India.

Market Analysis Advertising Mobile+2

Sensor Tower

Investing and Financial Management App Market and Advertising Trends 2025

Global downloads for investment and crypto trading apps rose 12% in 2025, reaching approximately five billion total downloads.
User demographics are heavily male-skewed, with crypto apps reaching over 90% male users and emerging markets like India and Vietnam reporting only 13–17% female participation.
Market preferences are geographically fragmented: U.S. and Japanese users favor established brokerages, while consumers in India and Southeast Asia prioritize local, mobile-centric platforms.

Market Analysis Market Forecast Advertising+2

Sensor Tower

1H 2025 Amazon Retail Media: An Inside Look at How Brands Are Showing Up

Amazon Retail Media dominated the market in 1H 2025 with $618 million in ad spend, significantly outpacing Walmart ($236 million) and Chewy ($105 million).
Amazon’s advertiser base is nine times larger than Walmart’s, hosting 9,542 unique advertisers compared to Walmart’s 1,076.
Samsung, Unilever, and L’Oréal were the top spenders in 1H 2025, contributing $7.1 million, $5.7 million, and $5.3 million respectively.

Market Analysis Marketing Advertising+2

Sensor Tower

State of Mobile 2025: Why Community Wins on Mobile

Reddit-acquired users demonstrate significantly higher lifetime value, with 41% higher Day-1 spend than other social platforms and 159% higher than digital media.
Reddit users exhibit superior long-term retention and engagement, spending 55% more time in-app on Day 1 and 103% more by Day 30 compared to other channels.
Global mobile in-app purchase revenue reached $150 billion in 2024, representing a 13% year-over-year increase, while total usage hit 4.2 trillion hours.

Market Analysis Mobile Marketing+2

Reddit

Gaming in Africa 2024

The African gaming market is overwhelmingly mobile-centric, with 92% of users playing on phones and Android devices accounting for 92% of all downloads.
Monetization is driven by microtransactions, utilized by 63% of players, with Kenya serving as a key market where mobile money accounts for over 60% of payment methods.
Player engagement is high, as 78% of respondents played within the last day and one-third of gamers spend three or more hours per session.

Market Analysis Player Demographics Player Behavior+2

GeoPoll

A Shortcut to Your Own Game Insights Platform

GameAnalytics provides a turnkey data pipeline that eliminates the need for custom ETL development, proprietary SDKs, and ongoing infrastructure maintenance.
The platform offers two primary data delivery methods: Player Warehouse for daily refreshed, SQL-ready event tables and Raw Export for real-time JSON streaming.
A publisher utilizing Raw Export achieved a 50% increase in lifetime value (LTV) across 19 titles, while a VR MMO leveraged Player Warehouse to improve player engagement.

Game Development Monetization Mobile+1

InvestGame

East vs. West: Monetization Trends

Eastern mobile gamers demonstrate a significantly higher propensity for large transactions, with 76% of purchases exceeding $10 compared to only 42% in Western markets.
Western mobile gamers are more likely to make small-scale purchases, with 8% of spenders in the West opting for transactions under $5, contrasted with 30% in the East.
Monetization strategies in the West should prioritize value-based bundles, as these resonate more effectively with the purchasing preferences of Western players.

Market Analysis Player Behavior Monetization+5

Mistplay

Bilan du Marché Français: 2025

The French video game market reached €5.856 billion in 2025, a 2.9% year-over-year increase and the second-highest revenue in the industry's history.
Mobile gaming experienced an 11% surge to reach €1.792 billion, with free-to-play models accounting for 94% of that sector's total revenue.
Market share is distributed across consoles (44%), mobile (31%), and PC (26%), with software sales—driven by digital content and microtransactions—comprising over two-thirds of total revenue.

Market Analysis Player Demographics Player Behavior+3

SELL – Syndicat des Éditeurs de Logiciels de Loisirs

ESG Fact Sheet: FY 2023/24

Embracer Group has committed to a 45% reduction in total carbon emissions by 2030, using the 2021/22 financial year as its baseline.
The company reported total greenhouse gas emissions of 687,102 tCO2e for the 2022/23 financial year.
Female representation across the organization stands at 26%, with a board-level mandate to double the number of female managing directors and studio heads by 2025.

Game Development Game Publishing Mobile+3

Embracer Group

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